Cooperative Advertising Strategies in Search Engine Advertising

Baozhu Feng, Yuguo Lei
{"title":"Cooperative Advertising Strategies in Search Engine Advertising","authors":"Baozhu Feng, Yuguo Lei","doi":"10.1145/3357292.3357328","DOIUrl":null,"url":null,"abstract":"In search engine advertising (SEA), besides intense competition among advertisers (e.g., many retailers), there is channel coordination between retailers and manufacturers. This research attempts to investigate cooperative advertising in the SEA context, by considering a decision scenario including one retailer and one manufacturer, where the manufacturer carries out her own campaigns, and in the meanwhile, shares a fixed percentage (i.e., the participation rate) of the retailer's spending. Our model incorporates the dynamic quality score to study its effect on cooperative SEA strategies. Moreover, we provide a feedback Stackelberg solution for optimal cooperative strategies for the retailer and the manufacturer. Furthermore, we conduct computational experiments to evaluate our model and make sensitivity analysis with respect to the quality score and the participation rate. Experimental results generate normative findings providing critical insights for cooperative advertising participants in SEA.","PeriodicalId":115864,"journal":{"name":"Proceedings of the 2nd International Conference on Information Management and Management Sciences","volume":"44 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2019-08-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Proceedings of the 2nd International Conference on Information Management and Management Sciences","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1145/3357292.3357328","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0

Abstract

In search engine advertising (SEA), besides intense competition among advertisers (e.g., many retailers), there is channel coordination between retailers and manufacturers. This research attempts to investigate cooperative advertising in the SEA context, by considering a decision scenario including one retailer and one manufacturer, where the manufacturer carries out her own campaigns, and in the meanwhile, shares a fixed percentage (i.e., the participation rate) of the retailer's spending. Our model incorporates the dynamic quality score to study its effect on cooperative SEA strategies. Moreover, we provide a feedback Stackelberg solution for optimal cooperative strategies for the retailer and the manufacturer. Furthermore, we conduct computational experiments to evaluate our model and make sensitivity analysis with respect to the quality score and the participation rate. Experimental results generate normative findings providing critical insights for cooperative advertising participants in SEA.
搜索引擎广告中的合作广告策略
在搜索引擎广告(SEA)中,除了广告商(如众多零售商)之间的激烈竞争外,零售商和制造商之间还存在渠道协调。本研究试图通过考虑一个包括一个零售商和一个制造商的决策场景来研究SEA背景下的合作广告,其中制造商开展自己的活动,同时分享零售商支出的固定百分比(即参与率)。我们将动态质量评分纳入模型,研究其对合作SEA策略的影响。此外,我们还提供了零售商和制造商最优合作策略的反馈Stackelberg解。此外,我们进行了计算实验来评估我们的模型,并对质量得分和参与率进行了敏感性分析。实验结果产生了规范性的发现,为SEA的合作广告参与者提供了重要的见解。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 求助全文
来源期刊
自引率
0.00%
发文量
0
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信